Antidepressant drugs are claimed to have specific effects on depressive symptoms. It is assumed that they do this by acting on an abnormal brain state that gives rise to depression. In contrast, I suggest that there is no evidence for this position. The effects of antidepressants seen in depression trials can easily be accounted for by nonspecific pharmacologic and psychological actions.

As an advertising man, I can assure you that advertising which does not work does not continue to run. If experience did not show beyond doubt that the great majority of doctors are splendidly responsive to current [prescription drug] advertising, new techniques would be devised in short order. And if, indeed, candor, accuracy, scientific completeness, and a permanent ban on cartoons came to be essential for the successful promotion of [prescription] drugs, advertising would have no choice but to comply.
- Pierre R. Garai (advertising executive) 1963

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